Tourists know Salem as a mix of important historical sites with a vibrant downtown that has more than 60 restaurants, cafes and coffee shops. In 2012, the Retailers Association of Massachusetts chose Salem as the recipient of their inaugural “Best Shopping District” award. More than one million tourists from all around the world visit Salem annually, much of it during the holiday period surrounding Halloween, where over 250,000 tourists visit the city.

On January 10, 2013, then President Barack Obama signed executive order HR1339 designating Salem as the birthplace of the U.S. National Guard.